Front-of-Package Nutrition Rating Systems and Symbols Promoting Healthier Choices (2012) / Chapter Skim
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8 Promotion, Evaluation, and Monitoring for Front-of-Package Symbol Systems
8 Promotion, Evaluation, and Monitoring for Front-of-Package Symbol Systems
Pages 97-104
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From page 97... ...
The specific goals of an effective FOP symbol system include simplifying consumers' purchase decisions, encouraging food and beverage manufacturers to develop healthier products, and encouraging food retailers to promote purchase of healthier options among food products. This chapter examines ways in which social marketing techniques and principles can be applied to inform promotion, monitoring, and evaluation of FOP symbol systems to enhance their effectiveness in guiding food choice and purchase behaviors.
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From page 98... ...
SOCIAL MARKETING APPROACH TO CHANGING HEALTH BEHAVIOR Principles of Social Marketing Social marketing, the application of commercial marketing techniques to the development, implementation, evaluation, and dissemination of programs designed to influence health-relevant behaviors in target audiences, offers a systematic approach to guide the promotion of health behavior in defined populations (Andreasen, 1995)
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From page 99... ...
Application of Social Marketing Campaigns to FOP Systems As discussed above, social marketing provides a useful framework to guide the promotion and evaluation of FOP nutrition rating systems and symbols. The committee identified potential stages in successful social marketing campaigns that could be applied to the promotion of an FOP system.
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From page 100... ...
Step 4: Evaluate Effectiveness and Make Refinements • Implement measures to assess consumer awareness, knowledge, attitudes, and behavior relevant to FOP symbol systems; • Establish and implement techniques for monitoring and evaluation of campaign relevant outcomes; and • Modify campaign to reflect findings from results and outcomes of monitoring and evaluation. FIGURE 8-1 Application of social marketing to a front-of-package symbol system.
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From page 101... ...
Review of existing public health campaigns suggests that to be effective, FOP symbol system implementation must be well-funded, sustained, refreshed, and carried out by multi-sector collaborations including stakeholders from public health, medical, education, science, industry, and government. The committee's review of relevant campaigns organized by the social marketing framework suggests that FOP symbol systems should focus on actionable behaviors.
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From page 102... ...
Such an approach will help inform campaign implemen tation and refinement. Integration of promotion of FOP symbol systems informed by basic communication and social marketing science into existing and relevant social marketing campaigns, such as Fruits and Veggies -- More Matters and food and nutrition assistance programs and education efforts, can lead to widespread adoption and promotion of FOP symbol systems.
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From page 103... ...
A variety of monitoring and evaluation efforts should be used to capture key campaign components and to continually refine, strengthen, and refresh efforts. Formative evaluation, qualitative and quantitative research, and process and outcome evalu ation are all important to consider and employ to best assess program effectiveness and continued refinement of an FOP symbol system.
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From page 104... ...
2004. Making Health Communications Programs Work.
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